In short, social media advertising is big business. And for one simple reason: the ads really work. Facebook ads, in particular, are incredibly effective. The desktop ads achieve click-through rates that are, on average, 8.1 times higher than normal web ads — and mobile ads are even more successful with 9.1 times higher click-through rates.

For a lot of people, these ads are a completely new territory. But, if you’re looking to take your social media efforts to the next level, Facebook ads are the way to go. Here are five key tips to get you started…

Define your objective

Choosing a goal for your ad is the first and most important step. If you create an ad just for the sake of creating ad, it will lack focus and won’t deliver noticeable results. Rather than just “boosting” an existing post on your Facebook Page, create an ad from scratch using Facebook Ad Manager and tailor every element of your ad towards one specific goal — boosting website traffic or creating leads, for example.

Target your ideal customer

The power of Facebook ads lies in the ability to target audiences with remarkable precision. Ad Manager gives you a variety of targeting options — including age, location, gender and interests. Try to define your ideal customer or use analytical tools to determine the demographic of your current audience. Be as specific as possible and aim to keep the “Audience Size” gauge on the right-hand side of the screen towards the middle of the green section.

Choose an eye-catching image

Most people are visual learners, so the image you choose is arguably the most important element of your ad. Choose an image that encapsulates your brand and relates to your target audience. For maximum compatibility, ensure that your chosen image aligns with Facebook’s guidelines; this handy tool will help you to determine whether your image meets requirements.

Include a call-to-action

Spend some time crafting a headline that aligns with your main objective. Keep it short and to the point, and focus on a key benefit of your brand, product or service. Most importantly, ensure that you include a call-to-action that encourages your audience to take the next step — navigating to your website or signing up for your email newsletter, for example.

Split test to discover your winning format

Torn between two images or struggling to pin down a specific audience? Split testing is a simple way to optimise your ads and uncover the options that will give you the best results. Run a couple of different versions of your ad, varying one or two elements. Give each campaign a low budget and limited running time, then compare the final results in Ad Manager to determine your winning formula.